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Costa moves social and content business from in-house to AnalogFolk

High street coffee chain Costa has awarded its contested social and content marketing account to AnalogFolk as it looks to ramp up efforts to better engage with people online.

The appointment follows a pitch process involving undisclosed agencies and will see the first work roll out in the coming months.

Kirstey Elston, head of marketing at Costa UK and Ireland said: “We are delighted to be working with AnalogFolk with our social activity and believe they will add great value to our social strategy and play an important role in continuing to engage our customers across these platforms.”

Until now, the brand previously handled its social and content output in-house. This saw it experiment with a number of new channels, including Periscope where it live-streamed a barista competition. It was also the first to forge a partnership with BuzzFeed’s branded content division in the UK which saw it produce a series of films.

Moving forward, AnalogFolk will work closely with the Costa marketing team in the UK to concept, create and activate ongoing social activity across Costa’s social platforms as well as its existing roster of agencies, which includes Karmarama, ZenithOptimedia, One Green Bean and The Real Adventure Unlimited.

Jennifer Faull

The Drum senior reporter Jen Faull provides news and insight on the latest developments in retail and FMCG.

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